The right brand positioning statement can be the difference between working effectively or running in circles. It’s a crucial element of your brand and should be prioritized. The way you position your brand has a profound effect on how your target market perceives it.
Brand positioning influences your messages and the materials your business communicates to your audience, from product descriptions to marketing campaigns. In addition, effective positioning benefits your internal teams by empowering sales representatives, marketers, and support staff to deliver more engaging and consistent brand experiences to customers.
In this article, we’ll closely examine how to write a compelling brand positioning statement.
We’ll cover these essential topics to help guide your company in its positioning statement efforts:
With that, let’s begin.
A brand positioning statement is a summary of the marketing objectives of a business. It is a concise and comprehensive statement that expresses how a company wishes its target audience to perceive its brand in the marketplace. It usually includes information about the target client, the brand’s distinctive value proposition, and its significant benefits. The statement is the foundation for the brand’s messaging and marketing initiatives, ensuring that all communications are consistent with the planned positioning approach. It is based on the idea that, to be successful, a brand must find and occupy a unique spot in the marketplace. And we will show you how to write one that speaks to yours!
Beyond the commodity offered, marketing plays a unique role in carving out the market, shaping brand perception, and influencing customer behavior. Therefore, marketing efforts must be directed along a specific course to maintain this position. A brand positioning statement acts as a peg or reference point to which marketing connects back.
First, look at how a brand positioning statement differs from the brand mission or vision statements.
To begin with, a brand positioning statement is inward-facing; it is not necessarily meant to be shared outside the organization. It is instead an internal guide for the teams to align their efforts.
Secondly, the content differs. While the mission statement is concerned with the objectives of the business, the brand positioning statement is about the brand. And as the vision shows where the company needs to be in the future, the brand positioning statement shows what the brand needs to be now.
Now, let’s delve into its benefits.
Brands with a brand positioning statement have a leg up on competing brands lacking one. However, no two successful brands can have the same statement; not having one means that marketing goals are not grounded and are likely disconnected. This can lead to the loss of potential market share and the dissipation of improperly directed resources.
A brand positioning statement also makes you a formidable competitor among your peers who have their statements. The better your marketing strategy follows the direction pointed out in the brand positioning statement, the more qualified you are to serve the market.
However, something else is requisite: The brand positioning statement is like a map, and the accuracy of the map must determine the final challenge. So, how do you write a winning brand positioning statement, unfazed by the competition and accurate to your brand’s specific needs?
Like any business information, your brand positioning statement should have a clear message and audience. And the message you want to send to the marketing team is, “This is us, this is who we serve, and this is how we do it.” Note that this does not suggest that only you, as the business owner or marketing lead, can write the message. Far from it, you will notice that much of the process depends on collaboration, especially in the marketing department.
Before you craft your message, take some time to survey the landscape. Use competitive intelligence to discover your direct competitors, what they are offering to the target market, and most accessible points of entry, i.e., gaps that need filling – like maybe helping travelers with their health concerns or partnering with a music streaming company to provide consumers with free road trip music:
Through social listening, you will see what matters to your target consumer. Ideally, this process of writing your brand positioning statement comes after you have, through other methods, developed your product and determined your target market.
Let us then unpack the message to see what goes into the statement:
A brand positioning statement is primarily meant for internal eyes only. It is supposed to keep the marketing strategy in line. Therefore, revealing it might also tip off competitors on a brand’s marketing strategy. However, marketing inevitably reveals some aspects of the brand positioning statement. The following examples from some of the most popular brands can help us understand the thinking behind their various marketing activities as well as know how to write good brand positioning statements for your teams:
The brand positioning statement is just one or two lines summarizing a big idea. We suggest that you have an official document beyond that to go into detail about your brand identity, your offering, and your target market. When a team member reads the brand positioning statement, let it conjure up the whole idea behind it.
In conclusion, an effective brand positioning statement is essential for the following reasons:
Quid® helps you gather the research you need to support your brand positioning statement through social listening, competitive intelligence, sentiment analysis, and more. Our AI-powered platform finds the information you need quickly, allows you to integrate other sources for analysis using our Intelligence Connector, and presents the results in a clean dashboard that will get your team inspired. Seeing is believing – reach out for a demo today, and we’ll show you what we mean.